How Instagram made Polish fashion designer Magda Butrym a star in Paris, Hong Kong and beyond
The widely acclaimed young designer, known for floral print dresses and crocheted pieces, became an instant hit when she took to social media to publicise her artisan-inspired creations
Emerging in a country that didn’t stage a fashion week, Polish designer Magda Butrym took to social media for publicity and is now widely acclaimed after being spotted on Instagram. Her romantic floral printed dresses and cold-shoulder silk blouses grabbed the eye at Paris boutique Montaigne Market, who ordered straight off the app. Moda Operandi and Net-a-Porter were similarly captivated.
“We saw her first on Instagram, and we sold out the first season on upload,” says Lisa Aiken, the retail director of Net-a-Porter and a Magda devotee. “So we doubled our order the next season and have added her new jewellery collection for autumn.”
And that message is a collection of seductive masculine tailoring blended with floaty floral patterned silk dresses, ruffled blouses and hand-crocheted pieces inspired by the Polish artisans.
Her husband and business partner, Jakub Czarnota, explains their strategy. “A small brand using Instagram gives people access worldwide. So in theory you can reach anyone, but 100,000 other brands are doing the same thing. However, we’ve noticed that digital influencers have a way of encouraging your average shopper to reach out to a new brand.”
